Branding · Consumer Research · Cultural Relevance · Packaging · Market Engagement
Creating authentic, Latin-inspired flavors for Lidl’s private-label snack line
Allegra Giardinia Mantellassi
Sophia Pal
Our challenge was to develop a culturally authentic, affordable, and health-conscious snack brand for Lidl that resonates with U.S. Hispanic consumers while appealing to mainstream snack lovers. The project aimed to design a product identity and strategy that celebrated tradition while aligning with Lidl’s value-driven positioning. Success was measured by how well we could blend authenticity, accessibility, and bold design into a cohesive brand concept.
For this project, our client was Lidl - specifically targeting the growing U.S. Hispanic market and adventurous snack consumers.
We conducted extensive research on Lidl’s private-label strategy, Hispanic consumer culture, and competitors like Doritos, Siete Foods, and Takis. Our process included developing personas, analyzing flavor trends, and exploring design inspiration rooted in Latin culture. From this research, we created the Saboritas concept - baked tortilla chips in bold Chili-Lime and Smoky Chipotle flavors. We designed brand elements including logo, packaging, tagline (“Crunch con tu Corazón!”), and touchpoints like in-store displays and social campaigns.
The final concept positioned Saboritas as a culturally resonant yet affordable brand extension for Lidl. Our work resulted in a strong brand platform, authentic flavor profiles, and bold, bilingual packaging that could stand out in a crowded snack aisle. With strategic touchpoints across in-store displays and social media, the project demonstrated how Lidl could connect deeply with Hispanic consumers, celebrate culture, and build loyalty through authentic storytelling.
